What Happens When Influence Meets Investment

There was a time when influencer marketing was simple: post the product, tag the brand, and add #ad. But today, the lines between creator, operator, and investor are blurrier than ever. As more influencers become equity holders, co-founders, or silent investors in the brands they promote, the FTC is stepping in with sharper tools and tighter rules.

The era of investor influencers is here. And the regulatory system is finally catching up.

The Case That Changed Everything: Susan Yara & Naturium

Susan Yara wasn’t just another skincare influencer. She was a journalist-turned-content-creator with millions of followers and serious credibility in the beauty space. So when she began recommending Naturium—a new skincare brand with science-backed ingredients and an accessible price point—her fans trusted her.

What they didn’t know? Yara was also the brand’s co-founder.

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